Does the Model Minority Image Work?: Consumer Responses to the Model Minority Stereotypes in Ads

Yoo, Jinyoung Jinnie

doi:10.1080/10496491.2020.1745983

Cited by 8 publications

(5 citation statements)

References 103 publications

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“…Both Asian minority and Caucasian majority consumers responded more favorably to ads that matched positive stereotypes with congruent product types (e.g., Asian with a technology product). Acculturation moderated consumer response such that more highly acculturated Asian-Americans responded more favorably to stereotype congruent ads when compared to less acculturated Asian-Americans (Yoo 2020). Based on gender role portrayals in high-circulation magazine advertising, although some evidence of indigenous gender stereotyping was found, traits historically associated with women were depicted as shared by both genders and male stereotype beliefs were reduced (Ford et al 1998).…”

Section: Inclusion and Identity In Advertisingmentioning

confidence: 92%

The dance between darkness and light: a systematic review of advertising’s role in consumer well-being (1980–2020)

Gilbert

Stafford

Sheinin

et al. 2021

International Journal of Advertising

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Advertising is oft described as the art of capitalism. This indispensable form of communication, in all its Technicolor glory, has the power to shape culture, conscience and commerce. Therein lies the (potential) rub. Advertising promotes consumption as the solution to all of life's problems. Consumers appear to benefit when conveyed information reduces ignorance and lowers transaction costs for legitimate needs. However, consumers may also be adversely affected when the persuasive influence on consumer behavior extends to the production of previously undiscovered wants or desires. The resultant veil of consumerism enables individuals to overlook the inevitable hollowness that underlies the pursuit of wellbeing through material goods and services. Academic research reinforcing the efficacy of advertising and highlighting its cautionary contours abounds across multiple disciplines. This begs the question, 'Does advertising, in fact, help or hinder consumer well-being (CWB)?' The authors conduct a systematic review of the literature between the years 1980 (the emergence of CWB as a formal construct in the marketing literature) and 2020 to establish the extent to which extant research has progressed in response to this broad question. Grounded theory supports a series of emergent themes, as well as inconspicuous gaps that require attention to move the field forward. A framework is developed, and research agenda proposed, to guide future study.

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Section: Inclusion and Identity In Advertisingmentioning

confidence: 92%

The dance between darkness and light: a systematic review of advertising’s role in consumer well-being (1980–2020)

Gilbert

Stafford

Sheinin

et al. 2021

International Journal of Advertising

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“…The results from previous studies have been mixed, for example, in the US, varying results showing positive and negative reactions to the portrayal of Black-White interracial couples in commercials have been reported (Bhat et al 2018;Lienemann and Stopp 2013). Racially diverse ads contribute to more positive consumer attitudes among minority groups, and the minority group responds positively to spokespersons with the same ethnic background rather than majority groups, while mixed results have been found among white consumers (e.g., Becerra et al 2016;Yoo 2020;Rößner et al 2017).…”

Section: Representation and Attitudes Towards Advertisementsmentioning

confidence: 96%

Comparing Preferences towards Multiracial Advertising in Sweden and the US-Exploration through Eye-Tracking

et al. 2020

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This article examined and compared the US-born and Swedish-born college students’ preferences towards monoracial or multiracial advertisement. We showed four fashion advertisements, tracked their eye movements with a stationary eye-tracker, and asked questions through survey and debriefing to understand how students see and perceive advertisements with and without racial diversity. We found that both Swedish and American students exhibited higher preference in monoracial advertisements. We also found that Swedish and American students’ preferences towards advertisements were quite similar, but there were some variations in the reported level of attractiveness of the advertisements, reaction times, and dwell time between the Swedish and American students. Even though we did not find any statistically significant results from the eye-tracking data due to the limited sample size, the results point to interesting trends and tendencies that need to be addressed in further studies.

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“…Moreover, Torres and Luna-Nevarez (2012) reported that African American consumers who are strong ethnic identifiers perceive a higher similarity and develop deeper consumer–brand relationships when viewing ads for products (services), particularly in low-involvement categories (Torres and Briggs, 2005). The authors noted that processing information related to low-involvement or hedonic products through peripheral routes leads to a more positive attitude toward the targeted brand, compared with the central route, which is used for high-involvement or utilitarian products and services (Yoo, 2020; Madadi et al , 2020, 2022; Elias et al , 2011). In that regard, Yoo (2020) also indicated that the match-up effect between perceived spokesperson characteristics and product attributes leads to more favorable responses of Asian American and Caucasians toward advertisements and brands.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

“…The authors noted that processing information related to low-involvement or hedonic products through peripheral routes leads to a more positive attitude toward the targeted brand, compared with the central route, which is used for high-involvement or utilitarian products and services (Yoo, 2020; Madadi et al , 2020, 2022; Elias et al , 2011). In that regard, Yoo (2020) also indicated that the match-up effect between perceived spokesperson characteristics and product attributes leads to more favorable responses of Asian American and Caucasians toward advertisements and brands.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

Social identification theory and the elaboration likelihood model: impact of strength of ethnic identification among African American consumers on services advertising evaluations

Madadi,

Torres,

Fazli-Salehi

et al. 2024

JCM

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Purpose This paper aims to explore the effectiveness of ethnically targeted ads in developing consumer–brand relationships through an application of social identification theory and elaboration likelihood model among African American consumers in the service sector. Design/methodology/approach Study 1 used a 2 (service type: hedonic vs utilitarian) × 2 (strength of ethnic identification: high vs low) between-subjects experimental design. Study 2 used the same experimental design, procedure and ads as Study 1. Findings Taken together, the findings from these two studies demonstrate how ethnically targeted advertising, in conjunction with service type, can influence consumer–brand relationships. The results showed that those with high strength of ethnic identification had more brand love, as well as higher intentions to spread positive word-of-mouth, purchase intention and brand loyalty for hedonic services, but that this effect was not significant for utilitarian services. Research limitations/implications The environments in which advertisements appear (e.g. in an in-store display or a magazine advertisement) is important, and consumers’ reactions to targeted ads in various environments should be considered in future research. Future studies should also examine the role of individuals’ personality traits and level of acculturation in determining their relationships with brands. Originality/value Across two studies, the authors demonstrated that ethnic ads are more effective for African American individuals with high level of ethnic identification especially for hedonic services.

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Does the Model Minority Image Work?: Consumer Responses to the Model Minority Stereotypes in Ads

Cited by 8 publications

References 103 publications

The dance between darkness and light: a systematic review of advertising’s role in consumer well-being (1980–2020)

The dance between darkness and light: a systematic review of advertising’s role in consumer well-being (1980–2020)

Comparing Preferences towards Multiracial Advertising in Sweden and the US-Exploration through Eye-Tracking

Social identification theory and the elaboration likelihood model: impact of strength of ethnic identification among African American consumers on services advertising evaluations

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